Narrative Analysis of Marketing Communication Y2K Music School and Studio on Social Media

This research was conducted to find out how the branding activity done by Y2K Music School and Studio through social media account Instagram @ y2kstudio. This research would like to examine more deeply related to marketing activity such as what applied Y2K Music School and Studio in building brand Y2K Music School and Studio as a music school through its official Instagram. There is also a method used in this research is a method of narrative analysis which is a method in the field of qualitative research. The data were collected using literature study on textbooks, online data tracking, and in-depth interviews on key informants related to the study. The results of this study states that the form of branding activities conducted by Y2K Music School and Studio through social media accounts Instagram @ y2kstudio is a marketing communication in the form of delivering information with positive ambiance related Y2K Music School and Studio and also in the form of information delivery activities related promotions which is currently running at Y2K Music School and Studio

The effect of marketing strategies on firm performance: a study of furniture manufacturing SMEs in Johor Malaysia

Marketing strategies are critical to improve the performance of any small and medium-sized business in the world. The purpose of this study is to investigate the importance of marketing strategies for small and medium-sized enterprises in Johor, Malaysia, by focusing on the impact of different marketing strategies on firm performance. This thesis emphases on the views of managers and owners on marketing strategies and their impact on firm performance in furniture manufacturing SMEs. The researcher test a model that reflects the expected relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Based on a review of pertinent literature, this thesis develops a model that reflects relationship between entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing strategies and firm performance. Quantitative research approach using survey design was adopted. Data was collected using close-ended questionnaires systematically distributed to a sample of 250 potential managers and owners out of which 145 were received useful for the analysis. Both descriptive and inferential statistical tools such as factor analysis and Partial Least Square-Structural Equation Modeling (PLS-SEM) were used to analyse the data using SPSS 23 and SmartPLS 3 software. The study found that the effect of entrepreneurial marketing strategy on performance is not significant. As a result, the owner / manager of the furniture manufacturing SMEs using the guerrilla marketing strategy were found negative effect on the firm performance. Relationship marketing strategy is considered to be using this strategy, followed by niche marketing strategy is the most important determinant of marketing strategy. However, ambush marketing and viral marketing were found to have no significant impact on firm performance. This research contributes to the theoretical and practical knowledge systems by providing evidence of the relationship between niche marketing strategies and their impact on firm performance

Through a discourse analysis lens less darkly: illuminating how SME principals and support agency practitioners see marketing in SMEs

The purpose of this paper is to explain the social contructivist approach taken to uncovering clearer, deeper meaning through a recent qualitative, interpretive and subjective research study. This study examined the ways in which marketing is seen and conducted in SMEs by SME principals and support agency practitioners. The research was designed with a particular method of data analysis (Discourse Analysis) in mind which was applied to the SME marketing context. The findings of the study provided a contribution to the SME marketing debate where the research approach taken proved to be instrumental in providing a contribution to both theory and practice of marketing in SMEs and the education, training and development activities of support agencies. The subjective nature of this research yielded benefits that would not have been available through a positivist research approach. The approach taken has more practical application than some traditionalists might believe. This paper explains how further understanding of SME marketing resulted from the study and how further original insights can be gained by applying the tools utilised in studies in SME marketing and marketing in other contexts

Analysis of Marketing Mix Characteristics of Marketing Factor 7P (Product, Price, Place, Promotion, People, Process, Physical Building) to Patient Satisfaction of Inpatient Patient Hospital Muhammadiyah Ahmad Dahlan Kediri City

Hospital marketing mix is a group of variables tht can be controlled and used the hospital to influence the reaction of the users of services.The aim of the study is to analize the effect of marketing mix 7P(product, price, place, promotion, process, people, physical building) on patient satisfaction in inpatient hospital of Muhammadiyah Ahmad Dahlan Kediri City. The type of this research is quantitative research with analytic observational research design with cross sectional approach. The study was conducted on October until December 31, 2017 at Muhammadiyah Ahmad Dahlan Hospital Kediri City with 600 inpatient patients as the population. The sample size is 240 respondents. Data were collected using questionnaires. Data were multiple linear regression test with α = 0,05. The results showed that the most of the respondents are female (53,3%), between ages 20-35 years (52,1%) educated high school eqivalent (39,6%), working private (34,6%), pay with BPJS (76,25%), stay in class III (56,7%). The analysis indicated that F-test = 90,484 sig.0,000, t test = 6,579 sig 0,000, R2=73,2. there is a influence of product (p=0,000), price (p=0,000), place(p=0,000), promotion (p=0,000), process (p=0,000), people (p=0,000), physical building (p=0,000) have effect of patient satisfaction. The most influential variable is physical building (β=0,442). Marketing mix has asignificant effect on patient satisfaction of inpatient hospital of Muhammadiyah. Suggested to the hospital to further improve the marketing mix strategies of the hospital so that patient satisfaction can be achieved

ANALISIS STRATEGI MARKETING COMMUNICATION DALAM MENINGKATKAN OKUPANSI DI GRAND MERCURE MALANG MIRAMA

In the hotel industry, marketing communications is an important component in the marketing strategy of a good or service. The type of research used by researchers is descriptive research with a qualitative approach. The data collection techniques used were observation, interviews and documentation. The informants taken for data analysis were assistant marketing communications manager, guest experience manager, revenue executive at Grand Mercure Malang Mirama. Grand Mercure Malang Mirama's marketing strategy is running well because of a plan and marketing support activities which are driven by integrated marketing communication. The results of this research are about the marketing communication strategy carried out by Grand Mercure Malang Mirama which is quite effective but needs ongoing evaluation. The marketing communication activities carried out by Grand Mercure Malang Mirama are media advertising, public relations, relationship management. customers (Customer Relationship Management), sales promotions (sales promotions), direct sales (personal selling), direct marketing (direct marketing), direct experiences to customers (event & experience). customer relationship management (customer relationship management). Keywords: marketing strategy, integrated marketing, hote

DISCRIMINANT ANALYSIS IN MARKETING RESEARCH

This paper classifies among marketing researches aiming to study the influence that the following independent variables (explanatory) have: Estimating the expenses incurred in Centre Development Region, including country of residence and the variable "How many days have you planned to stay in this region?" on the construction of separate groups which form the dependent variables - the type of tourist (foreign, Romanian). Thus I shall analyse the explication of the different characteristics of the groups in terms of different attributes that members of these groups have with respect to the independent variables (explanatory). Questionnaires have been distributed to hotels in Brasov, Predeal, Poiana-Brasov, Sfântu Gheorghe, Covasna, Miercurea-Ciuc, Gheorgheni, Tusnad, Târgu-Mures, Sighisoara, Sibiu, Alba – Iulia and other localities that have linked this route. More than 2,000 questionnaires have been distributed. The quantitative research was conducted between 15.05.2009-17.10.2009.marketing research, dependent variable, independent variable, discriminant coefficient

An approach to market analysis for lighter than air transportation of freight

An approach is presented to marketing analysis for lighter than air vehicles in a commercial freight market. After a discussion of key characteristics of supply and demand factors, a three-phase approach to marketing analysis is described. The existing transportation systems are quantitatively defined and possible roles for lighter than air vehicles within this framework are postulated. The marketing analysis views the situation from the perspective of both the shipper and the carrier. A demand for freight service is assumed and the resulting supply characteristics are determined. Then, these supply characteristics are used to establish the demand for competing modes. The process is then iterated to arrive at the market solution